CULTURAL HERITAGE PERCEPTIONS AND TOURIST SATISFACTION: A STRUCTURAL MODEL OF PERFORMANCE VALUE, IDENTITY, AND EXISTENTIAL AUTHENTICITY

ABSTRACTThe purpose of this study was to determine the impact of consciousness of cultural heritage, transfer of cultural heritage and cultural heritage for the society on performance orientation resort value. Furthermore, the study investigated the impact of performance orientation resort value on tourist satisfaction. Whereas the mediating role of performance orientation resort value was tested between consciousness of cultural heritage, transfer of cultural heritage and cultural heritage for the society and tourist satisfaction. Meanwhile, the moderating role of cultural identity and existential authenticity was tested between performance orientation resort value and tourist satisfaction. The study collected data from international tourists using systematic random sampling. A collected sample of 422 respondents was analyzed using JASP statistical analysis tool. The findings of this study highlighted that consciousness of cultural heritage has no impact on performance orientation resort value. While the study found that the transfer of cultural heritage and cultural heritage for the society has a significant impact on performance orientation resort value. The study found that performance orientation resort value has a significant impact on tourist satisfaction. Furthermore, the study found that there is no mediating role of performance orientation resort value between consciousness of cultural heritage, transfer of cultural heritage and cultural heritage for the society and tourist satisfaction. Meanwhile, the study found that the moderating role of cultural identity and existential authenticity was tested between performance orientation resort value and tourist satisfaction was accepted. The findings of this research have theoretical as well as practical contributions to tourist satisfaction